Abstract

This study against the background by increasing competition in sports
footwear industry in Indonesia and the emergence of new brands on the market.
This is impacting on sales of Adidas sneakers. This study aims to analyze and test
the effect of the elements of brand loyalty to the brand equity of products Adidas
brand sports shoes.
After a literature review and hypothesis formulation, data colleted through
questionnaire method 96 people consumer users in Semarang Adidas sports shoes
which is obtained by using the technique Accidental Sampling. Then Conducted
and analysis of data obtained with quantitative data. Quantitative data analysis
includes: validity and realibility, the classical assumption test, multiple regression
analysis, hypothesis testing via t test and F test, and analysis of the coefficient of
determination (R2).
Data that have met the test validity, test reliability and test te assumptions
of classical processed with SPSS (Statistical Package for Scial Science) for
Windows 17 so as to produce a regression equation as follows:
Y= 0,178 X1 + 0,217 X2 + 0,232 X3 + 0,337 X4
Where the brand ekuity variable (Y), brand awareness (X1), perceived
quality (X2), brand association (X3), and brand loyalty (X4). Testing the
hypothesis using the t test showed that the four independent variables of brand
awareness, perceived quality, brand association, an brand loyalty of a significant
positive influence on brand equity. Then the F test can be known throught the four
independent variables in the variables test dependent ekuity brand. Figures
Adjuted R Square of 0,540 indicates that 54 percent of variation of brand equity
can be explained by the four independent variables in the regression equation.
While the remaining 46 percent is explained by variables other than the four
variables used in this study.